Why marketing needs to be less Mad Men and more data-driven

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Don Draper once said, “People tell you who they are, but we ignore it because we want them to be who we want them to be.” As a marketer your clients are always telling you about themselves.

With each browse of your website, ‘like’ of a tweet, and reading of your blog, they’re telling you valuable information you can’t afford to ignore. The trouble is - there’s so much data streaming in...